{"id":488,"date":"2007-12-08T20:45:12","date_gmt":"2007-12-08T19:45:12","guid":{"rendered":"http:\/\/visionary.wordpress.com\/2007\/12\/08\/supports-promotionnels-entre-innovation-et-ethique\/"},"modified":"2022-02-05T11:59:02","modified_gmt":"2022-02-05T10:59:02","slug":"polemique-mc-donalds","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2007\/12\/08\/polemique-mc-donalds\/","title":{"rendered":"Pol\u00e9mique chez Mc Donald&rsquo;s : une promotion pas tr\u00e8s \u00e9thique"},"content":{"rendered":"<p><em>Pol\u00e9mique chez Mc Donald&rsquo;s Innover en mati\u00e8re de support promotionnel n&rsquo;est pas si simple ! Tous les supports possibles et imaginables semblent avoir d\u00e9j\u00e0 \u00e9t\u00e9 utilis\u00e9s et demeurent donc invisibles aux yeux des consommateurs sollicit\u00e9s plus que de raison par la publicit\u00e9. Je vous invite \u00e0 vous pencher sur la derni\u00e8re tentative d&rsquo;innovation de Mc Donald&rsquo;s &#8230;<\/em><\/p>\n<h2>Quand Mc Donald&rsquo;s suscite la pol\u00e9mique sur son \u00e9thique<\/h2>\n<figure id=\"attachment_56949\" aria-describedby=\"caption-attachment-56949\" style=\"width: 520px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2007\/12\/jumpstory-download20200918-133414.jpg\"><img decoding=\"async\" class=\"wp-image-56949 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2007\/12\/jumpstory-download20200918-133414.jpg\" alt=\"Mc Pol\u00e9mique chez Mc Donald's : une promotion pas tr\u00e8s \u00e9thique\" width=\"520\" height=\"340\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2007\/12\/jumpstory-download20200918-133414.jpg 520w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2007\/12\/jumpstory-download20200918-133414-459x300.jpg 459w\" sizes=\"(max-width: 520px) 100vw, 520px\" \/><\/a><figcaption id=\"caption-attachment-56949\" class=\"wp-caption-text\">Mc Donald&rsquo;s a suscit\u00e9 une pol\u00e9mique sur son \u00e9thique en Floride<\/figcaption><\/figure>\n<p align=\"justify\">Le <a href=\"https:\/\/mcdonalds.fandom.com\/wiki\/Ronald_McDonald\" target=\"_blank\" rel=\"noopener\">c\u00e9l\u00e8bre clown<\/a> cr\u00e9e la pol\u00e9mique en Floride en faisant la promotion de ses Happy Meal sur les enveloppes de bulletins scolaires d&rsquo;\u00e9l\u00e8ves \u00e2g\u00e9s d&rsquo;environ 9 ans, en classe de K-5 ce qui correspondrait en France au CM1 &#8230;<!--more--><\/p>\n<p align=\"justify\">Le principe de l&rsquo;op\u00e9ration promotionnelle \u00e9tait le suivant : offrir un Happy meal gratuit aux \u00e9l\u00e8ves ayant obtenu un A ou un B en &lsquo;bonne conduite &#8211; discipline&rsquo;.<\/p>\n<p align=\"justify\"><strong>Par cette d\u00e9marche, Mc Donald&rsquo;s a rompu son engagement : ne pas approche commercialement des enfants \u00e2g\u00e9s de moins de 12 ans<\/strong><\/p>\n<p align=\"justify\"><a href=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2007\/12\/reportcard1.jpg\"><img decoding=\"async\" class=\"alignright size-full wp-image-11198\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2007\/12\/reportcard1.jpg\" alt=\"\" width=\"200\" height=\"278\" \/><\/a><\/p>\n<p align=\"justify\">Mc Donald&rsquo;s se d\u00e9fend de promouvoir l&rsquo;excellence scolaire et la bonne conduite &#8230;<\/p>\n<p>La moralit\u00e9 de l&rsquo;histoire? Ce n&rsquo;est pas tant la forme du message publicitaire qui importe mais le fond : je pense en effet que c&rsquo;est par le contenu et la qualit\u00e9 de son message qu&rsquo;une marque pourra cr\u00e9er une v\u00e9ritable affinit\u00e9 avec ses clients &#8230; Il n&rsquo;est nullement besoin de tracker sa cible l\u00e0 o\u00f9 elle ne pourra se d\u00e9fendre (les \u00e9l\u00e8ves am\u00e9ricains ont en effet re\u00e7u leur bulletin sponsoris\u00e9 Mc Do dans l&rsquo;enceinte de l&rsquo;\u00e9tablissement scolaire).<\/p>\n<p>En France Mc Donald&rsquo;s est un bien meilleur \u00e9l\u00e8ve qui\u00a0par exemple sponsorise depuis D\u00e9cembre 2005 &lsquo;C&rsquo;est quoi ton sport&rsquo; un programme court diffus\u00e9 sur TF1 destin\u00e9 \u00e0 inciter les enfants \u00e0 &lsquo;bouger&rsquo;.<\/p>\n<blockquote class=\"quote-light\"><p>McDonald\u2019s est le parrain du nouveau programme court \u00ab C\u2019est quoi ton sport ? \u00bb, qui sera diffus\u00e9 sur TF1 du 26 ao\u00fbt au 31 d\u00e9cembre 2005. C\u00e9cile Jolly, directrice de la communication chez McDonald\u2019s France, nous pr\u00e9sente le programme et la strat\u00e9gie de la marque.Pourquoi la marque McDonald\u2019s parraine-t-elle ce programme ?<\/p>\n<p>lire la suite sur <a href=\"https:\/\/www.sportstrategies.com\/mcdonalds-fait-la-promotion-du-sport-sur-tf1\/\" target=\"_blank\" rel=\"noopener\">sportstrategies.com<\/a><\/p><\/blockquote>\n<p>&nbsp;<\/p>\n<p>Source : <span class=\"removed_link\" title=\"http:\/\/promomagazine.com\/news\/mcdonalds_under_fire_report_card\/\">promomagazine<\/span><\/p>\n<p><iframe title=\"Mc Donald&#039;s - partenariat TF1 - C&#039;est quoi ton sport - film Absalon VTT\" frameborder=\"0\" width=\"500\" height=\"375\" src=\"https:\/\/geo.dailymotion.com\/player.html?video=x2enzns&#038;\" allowfullscreen allow=\"autoplay; fullscreen; picture-in-picture; web-share\"><\/iframe><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pol\u00e9mique chez Mc Donald&rsquo;s Innover en mati\u00e8re de support promotionnel n&rsquo;est pas si simple ! Tous les supports possibles et imaginables semblent avoir d\u00e9j\u00e0 \u00e9t\u00e9 utilis\u00e9s et demeurent donc invisibles aux yeux des consommateurs sollicit\u00e9s plus que de raison par la publicit\u00e9. Je vous invite \u00e0 vous pencher sur la derni\u00e8re tentative d&rsquo;innovation de Mc &hellip;<\/p>\n","protected":false},"author":6,"featured_media":56949,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"class_list":["post-488","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-innovation-fr"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Pol\u00e9mique Mc Donald&#039;s : une promotion pas tr\u00e8s \u00e9thique<\/title>\n<meta name=\"description\" content=\"Pol\u00e9mique chez Mc Donald&#039;s Innover en mati\u00e8re de support promotionnel n&#039;est pas si simple ! 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